"Toys R Us is back - again. The latest phase of the toy store chain's comeback came this holiday season as Toys R Us stores popped up at a handful of malls around the US. The temporary stores are part of a broader revitalization opportunity by brand management company WHP and Go! Retail Group. It's the latest example of how the once-dominant chain is trying to make a comeback."
"Toys R Us opened pop-up stores at some US malls this holiday season. Toys R Us used to operate around 700 stores in the US. Then, after years of faltering financial results, the chain filed for Chapter 11 bankruptcy before deciding to liquidate and close its operations in 2018. Since then, there have been multiple efforts to revive the brand, including opening locations within Macy's department stores and teaming up with Amazon."
Toys R Us returned to malls this holiday season with temporary pop-up stores operated as part of a revitalization by WHP and Go! Retail Group. The company once ran about 700 U.S. stores before years of declining results led to a Chapter 11 filing and a 2018 liquidation and closure. Since 2018, multiple revival efforts have been attempted, including toy shops inside Macy's stores and partnerships with Amazon. The brand originated just after World War II and has undergone repeated ownership and distribution changes while striving to regain market presence, evolving into a recurring 'zombie-brand' revival pursuit.
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